600+ outlets cover Nest’s tech partnership with TikTok to launch Hummingbird on TikTok
More than 600 outlets have covered our partnership with TikTok over the past week, across finance, tech and marketing titles including Morningstar, Yahoo Finance, AI News, MarComm News, NewDigitalAge and Dealroom.co.
TikTok backed Nest Creative AI, our AI creative and performance platform, with a technology grant. We launched it on TikTok on 23 September at our event TikTok Unlocked, which we co-hosted at TikTok’s London headquarters.
“Nest is one of the few partners our UK enterprise team manages,” Kris Boger, TikTok’s General Manager for Business Solutions UK, Ireland and Benelux, told the audience. “We selected Nest for the grant because of their deep understanding of commerce and performance. Most notably, it’s their work on generating creative for performance, and on the relationship between creative and performance on our platform.”
According to Performance Marketing World: “Previously available on Meta, the Hummingbird platform uses AI to analyse live ad performance and generate creative variations designed to boost results on TikTok.”
StartupFortune wrote that the arrangement “flips the usual agency-platform relationship: rather than simply buying media on TikTok, Nest is now one of the tools TikTok itself is funding to make that media work harder.”
Read the full announcement on TikTok’s newsroom.
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